Inside Hollywood PR: A Conversation with Simon Halls

GuestSimon Halls — Co-Founder, Apex Public Relations; USC alum; one of the most influential entertainment publicists working todayHost: Fred Cook, Director, USC Center for Public RelationsDiscussion BreakdownIntroduction to Simon’s Career — 0:00From USC to Warner Bros: A Non-Linear Start — 1:07Launching McDonald’s in Russia & Early Global PR Lessons — 3:16Returning to the U.S. and Joining Golin — 5:42Founding an Agency Before 30 (and Signing Future Icons) — 7:30Scaling to PMK & Building a Global Entertainment PR Firm — 8:30Returning to Boutique PR: Quality, Focus, and Client Loyalty — 10:30How Technology Has Changed PR Workflows — 11:20Why There Are More Entertainment Crises Than Ever — 13:06Correcting Stories vs. Pitching Stories — 14:30Why Relationships Are Still Everything in Entertainment PR — 15:50Keeping Clients for 30+ Years — 18:24Fashion, Brand Deals & How PR Intersects With Consumer Products — 20:11Taylor Swift vs. The New York Times: What Actually Drives Audiences? — 22:22Critic Scores vs. Audience Scores (Rotten Tomatoes and CinemaScore) — 24:46Can PR Influence Reviews? Building “Champions” for a Film — 26:30The Rise of Podcasts in Entertainment Campaigns — 30:22Career Advice: Hiring, Internships & What He Looks For — 34:01The Future of Entertainment PR: AI, Ethics, Adaptation — 36:29Polarization, Hollywood, and Free Speech — 38:53Closing Thoughts & Fight On — 42:33Key Insights1. Great PR Careers Are Built on Adaptability — and LuckSimon’s path — from Warner Bros intern to global publicist to founder of Apex — underscores how timing, curiosity, and willingness to jump into unfamiliar territory can set you apart in entertainment PR. His early experience launching McDonald’s in Russia shaped how he approached global media and crisis situations for the rest of his career.2. Relationships Are Still the Currency of Entertainment PRDespite texting, email, and shrinking newsrooms, Simon emphasizes that trust, honesty, and consistent contact with journalists remain the foundation of the business. “The second you lose integrity with the press, you’re done.”3. Audience Scores Matter More Than Critics NowWhile traditional reviews once shaped box office, today’s audiences look to Rotten Tomatoes audience scores, CinemaScore, and social buzz — prompting PR teams to focus on grassroots credibility and “champion building” with trusted culture editors.4. Podcasts Are the New Press TourSimon’s internal research shows the most successful movie campaigns of 2024–2025 leaned heavily on podcasts — often more than traditional entertainment outlets. Actors now view podcasting as a friendly, long-form platform to shape narrative and deepen fan connection.5. AI Will Transform Entertainment — and Raise New Ethical ChallengesFrom customizable film endings to synthetic performances, Simon warns that emerging AI capabilities will force Hollywood to confront questions of consent, compensation, and artistic integrity. PR teams must prepare to navigate this shifting landscape.6. Loyalty Comes From Shared Journeys, Not ContractsMany of Simon’s clients have been with him for 30 years. Why? Deep trust, shared decision-making, crisis navigation, and a “family-like” partnership that has survived both career lows and Oscar wins. Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. Follow Fred Cook on LinkedIn. Find all our reports at annenberg.usc.edu/cpr.Download the 2025 Relevance Report at annenberg.usc.edu/relevance